EXECUTIVE SUMMARY
Many B2B organizations – especially those in wholesale distribution – struggle to drive a significant portion of their revenues via their eCommerce site. According to a 2018 survey from Modern Distribution Management (MDM) and Real Results Marketing, 58% of wholesale distributors claimed they saw less than 10% of their overall revenues in 2017 from their online channel.
Yet we see a growing number of market leaders surpassing 20% of revenues via digital commerce. Why do some companies realize success while others continue to struggle?
Studies show that B2B buyer expectations closely follow those of B2C shoppers. Today’s professionals expect a flexible and efficient method of shopping for products and services. A well-built eCommerce site delivers on that expectation. However, B2B companies cannot simply hope that, “If you build it, they will come.” Driving eCommerce adoption requires a thoughtful strategy that begins before the launch of the actual eCommerce site.
This paper outlines three critical steps that one successful wholesale distributor employed to drive increased adoption of their eCommerce channel. It also includes useful tips for each step of the journey.
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